Penetration Product Pricing And Consumer Value Perception In Fast-Moving-Consumer-Goods (FMCGs) Markets In Lagos State Nigeria
| dc.contributor.author | Kesinro Olalekan Rasheed | |
| dc.date.accessioned | 2025-05-20T10:08:14Z | |
| dc.date.available | 2025-05-20T10:08:14Z | |
| dc.date.issued | 2023-12 | |
| dc.description.abstract | The study examined penetration product pricing and consumer value perception in Fast-Moving-Consumer-Goods (FMCGs) markets among consumers of household items and products in Ikeja Local Government Area of Lagos State in Nigeria. From a population of 648,720, a sample of 156 individuals presumed to be consumers of household items/products. The research design is the survey design while a self-structured questionnaire is the main instrument for data collection. Data analysis instruments are Percentages, Correlation and Regression statistical tools for data analysis. The study revealed that there is a significant relationship between penetration product pricing and buyer expectation in FMCGs (r =0.380, p<0.05), penetration product pricing significantly affect brand trust in FMCGs (r = 0.485, p<0.05) and penetration product pricing significantly influence brand image in FMCGs (r = 0.815, p<0.05) among consumers of household products and items. The study recommends that marketing practitioners must design strategies that will enhance capturing and effective management of consumer expectations of their market offerings. They should develop capacity to enhance consumer trust and involvement in their products. Marketing practitioners should also design appropriate pricing strategies that is not at variance with the perceived product values to guarantee brand equity among consumers and constantly monitor the markets to enhance brand survival especially in highly competitive consumer goods markets. | |
| dc.identifier.citation | Kesinro, O. R. (2023). Penetration Product Pricing And Consumer Value Perception In Fast-Moving-Consumer-Goods (FMCGs) Markets In Lagos State Nigeria. Mountain Top University Journal of Humanities, Management and Social Sciences. 3(2);91-117' | |
| dc.identifier.issn | 2659 1677 | |
| dc.identifier.uri | https://repository.crawforduniversity.edu.ng/handle/123456789/163 | |
| dc.language.iso | en | |
| dc.publisher | Mountain Top University Journal of Humanities, Management and Social Sciences | |
| dc.relation.ispartofseries | 3; 2 | |
| dc.title | Penetration Product Pricing And Consumer Value Perception In Fast-Moving-Consumer-Goods (FMCGs) Markets In Lagos State Nigeria | |
| dc.type | Article |